SEO vs. PPC: Which is Better in the Long Run?

It’s one of the most common questions asked by stakeholders for small-to-medium businesses. “Which is better for my brand in the long run, SEO or PPC?” The answer to this question isn’t simple, but it’s worth asking — and it’s definitely worth understanding. The quick, overarching answer is something like this: Search marketing deserves a multi-faceted approach that begins with a strong organic foundation that can, and should, be supplemented and enhanced with pay-per-click (PPC) campaigns to further increase exposure and increase conversions. So, it makes the most sense to ensure a website is in a sound state for success with several key elements in place like the implementation of general SEO best practices , a user-friendly, search-friendly, and technically sound website, as well as a visually and aesthetically pleasing website and digital assets, among other basics. On...